Within the past two months, I purchased a new pair of running shoes. This decision-making process primarily aligned with the limited problem-solving approach, often referred to as habitual decision making. As outlined in Lecture 2, limited problem-solving occurs when consumers have a moderate level of involvement in a purchase decision and rely on simple decision rules (Solomon, Russell-Bennett, & Previte, 2019).

Given my previous positive experiences with the brand and the recommendation from a running enthusiast friend, I had a preconceived notion about the quality and performance of the shoes. Moreover, running shoes fall into the category of frequently purchased items, reducing the perceived risk and complexity of the decision. Consequently, I bypassed extensive information search and evaluation stages, opting for a familiar brand without exploring alternative options.

This decision aligns with the concept of brand loyalty, where consumers repeatedly purchase a specific brand due to satisfaction and perceived value (Keller, 2013). In this case, my previous positive experiences with the brand reinforced my decision to stick with the same choice. While limited problem-solving may not involve in-depth analysis, it is an efficient strategy for routine purchases, allowing consumers to focus on other decision-making tasks requiring greater cognitive effort.